Crayon launches pan-European campaign promoting Honda’s ultimate road sports motorcycle
23.11.2009

Digital agency Crayon is launching a new campaign for Honda to promote its highly-anticipated latest bike, the VFR1200F. The pan-European digital campaign to launch Honda’s ultimate road sports motorcycle can be seen at www.feelvfr.com and will be supported by email activity, affiliate marketing and social media.  The site has been designed to support the launch in 13 different countries

Honda has entered a new chapter for the legendary V4 motorcycle engine with the launch of the VFR1200F - a breathtaking mix of real-world usability and rider-friendly performance. The launch site marks a new way of launching a bike purely online. The campaign will target experienced and affluent motorcyclists and will run across Europe.

A pre-launch multi-language microsite with countdown timer combined with an email and CRM campaign was used in the run up to the launch of the main site and included a free prize draw data capture mechanism. Within its first week the pre-launch site was 27% ahead of target for lead generation helping to creating hype and interest around the launch.

Crayon were appointed by Honda following a competitive pitch against the German agency Digiden.

Harry Cooklin, Manager - Brand Communications at Honda Motor Europe says: “For the first time we’ve used digital channels to launch a new motorcycle, our flagship VFR1200F. With the campaign running across Europe, Crayon has produced a multi-language site, no mean feat in limited time. With such good figures on our pre-launch site I am looking forward to seeing how well this campaign performs”.